Michaelidou, Nina; Micevski, Milena; Kadic-Maglajlic, Selma - In: International Marketing Review 36 (2019) 6, pp. 979-995
Purpose: The current challenges international charities face with regards to their deteriorating image, as a result of recent scandals (e.g. Oxfam, Save the Children), provide the impetus for this exploratory research, where the purpose of this paper is to examine the conceptualization and...